Ström, Jenny

Abstract [en]

Fashion blogs are usually seen as a positive source of information and inspiration. Young girls are the most frequent blog readers and according to previous research blog reading plays a central role in building the young women’s identity. The purpose of this study is to analyze the guidelines for the creation of identity as fashion bloggers give and how fashion bloggers will guide the individual to a consumer society. The method consists of a qualitative content analysis, which is aimed to uncovering how media texts unconsciously reproduce specific dominant norms and beliefs. The result shows broadly that different consumption-based theme such as individuality, career, happiness and effectiveness permeate fashion bloggers. Fashion bloggers create a norm, which constantly is to consume, where individual solo performances valued highest. The study also shows that fashion bloggers provide individual guidance to constantly be in motion, be socially active, multi-talented, adventurous, possibility of self-improvement, and that adversity doesn’t exist.